Question 1

The elements of the marketing mix are price,place,promotion and product.

Accepted Answer

A) True 
 B)False  True

Question 2

Customer-driven marketing considers only existing needs for existing markets.

Accepted Answer

A) True 
 B)False  False

Question 3

A church targeting different demographic groups to increase attendance is an example of ________.

Accepted Answer

A) for-profit marketing 
B) not-for-profit marketing 
C) ethics in marketing 
D) societal marketing 
E) None of the above. 
A) for-profit marketing 
B) not-for-profit marketing 
C) ethics in marketing 
D) societal marketing 
E) None of the above. B

Question 4

Which of the following is NOT a basic core concept of marketing?

Accepted Answer

A) needs,wants and demands 
B) revenue streams 
C) market offerings 
D) value,satisfaction and quality 
E) None of the above. 
A) needs,wants and demands 
B) revenue streams 
C) market offerings 
D) value,satisfaction and quality 
E) None of the above.

Question 5

Partner relationship management involves building relationships with employees and customers but not suppliers.

Accepted Answer

A) True 
 B)False

Question 6

Frequent flyer programs offered by airlines are an example of a ________.

Accepted Answer

A) frequency marketing program 
B) basic customer relationship 
C) club marketing program 
D) consumer-generated marketing program 
E) structural benefit provided for top customers 
A) frequency marketing program 
B) basic customer relationship 
C) club marketing program 
D) consumer-generated marketing program 
E) structural benefit provided for top customers

Question 7

When the economy tightens,customer loyalty and customer retention become ________ for marketers.

Accepted Answer

A) more important 
B) less important 
C) impossible 
D) long-term but not short-term goals 
E) short-term but not long-term goals 
A) more important 
B) less important 
C) impossible 
D) long-term but not short-term goals 
E) short-term but not long-term goals

Question 8

Modern thinking is that marketing is done only by marketing,sales and customer-support personnel.

Accepted Answer

A) True 
 B)False

Question 9

Texas Instruments,one of the first producers of hand-held calculators,put a great deal of effort into expanding production of calculators to drive down the cost and thus expand the market.This is most indicative of the ________ concept.

Accepted Answer

A) production 
B) product 
C) customer 
D) marketing 
E) societal 
A) production 
B) product 
C) customer 
D) marketing 
E) societal

Question 10

Human needs take the form of ________ as they are shaped by culture and individual personality.

Accepted Answer

The answer of Human needs take the form of ________...

Question 11

Which of the following has NOT contributed to the deeper,more interactive nature of today's customer relationships?

Accepted Answer

A) e-mail 
B) websites 
C) online social networks 
D) traditional advertising 
E) social media 
A) e-mail 
B) websites 
C) online social networks 
D) traditional advertising 
E) social media

Question 12

________ is defined as an activity,a set of institutions and processes for creating,communicating,delivering and exchanging offerings that have value for customers,clients,partners and society at large.

Accepted Answer

A) Selling 
B) Advertising 
C) Bartering 
D) Marketing 
E) Negotiating 
A) Selling 
B) Advertising 
C) Bartering 
D) Marketing 
E) Negotiating

Question 13

Which of the following is the most likely result of a marketing strategy that attempts to serve all customers?

Accepted Answer

A) All customers will be delighted. 
B) Customer-perceived value will be increased. 
C) Customer evangelists will become unpaid salespersons for the service or product. 
D) The company may need to follow up with a demarketing campaign. 
E) A and B only. 
A) All customers will be delighted. 
B) Customer-perceived value will be increased. 
C) Customer evangelists will become unpaid salespersons for the service or product. 
D) The company may need to follow up with a demarketing campaign. 
E) A and B only.

Question 14

The ________ concept holds that consumers will favour products that are available and highly affordable.

Accepted Answer

The answer of The ________ concept holds that consumers will...

Question 15

Customer ________ depends on the product's perceived performance relative to a buyer's expectations.

Accepted Answer

The answer of Customer ________ depends on the product's perceived...

Question 16

A small business operator attempts to deliver customer satisfaction every day in his home entertainment installation business.The key to this goal is to match the customer-perceived performance of his products and their installation with the ________.

Accepted Answer

A) company-perceived performance 
B) customer values 
C) customer expectations 
D) relationship levels 
E) company expectations 
A) company-perceived performance 
B) customer values 
C) customer expectations 
D) relationship levels 
E) company expectations

Question 17

Delivering superior customer value and customer satisfaction are the two keys to building lasting customer relationships.

Accepted Answer

A) True 
 B)False

Question 18

The aim of ________ is not to completely destroy demand,but only to reduce or shift it to another time,or even another product.

Accepted Answer

The answer of The aim of ________ is not to...

Question 19

Beyond offering consistently high value and satisfaction,marketers can use specific marketing tools to develop stronger bonds with consumers.

Accepted Answer

A) True 
 B)False

Question 20

According to the simple model of the marketing process,a company needs to ________ before designing a customer-driven marketing strategy.

Accepted Answer

A) determine how to deliver superior value 
B) build profitable relationships with customers 
C) use customer relationship management to create full partnerships with key customers 
D) understand the marketplace and customer needs and wants 
E) construct key components of a marketing program 
A) determine how to deliver superior value 
B) build profitable relationships with customers 
C) use customer relationship management to create full partnerships with key customers 
D) understand the marketplace and customer needs and wants 
E) construct key components of a marketing program

The elements of the marketing mix are price,place,promotion and product.

Customer-driven marketing considers only existing needs for existing markets.

A church targeting different demographic groups to increase attendance is an example of ________.

Which of the following is NOT a basic core concept of marketing?

Partner relationship management involves building relationships with employees and customers but not suppliers.

Frequent flyer programs offered by airlines are an example of a ________.

When the economy tightens,customer loyalty and customer retention become ________ for marketers.

Modern thinking is that marketing is done only by marketing,sales and customer-support personnel.

Texas Instruments,one of the first producers of hand-held calculators,put a great deal of effort into expanding production of calculators to drive down the cost and thus expand the market.This is most indicative of the ________ concept.

Human needs take the form of ________ as they are shaped by culture and individual personality.

Which of the following has NOT contributed to the deeper,more interactive nature of today's customer relationships?

________ is defined as an activity,a set of institutions and processes for creating,communicating,delivering and exchanging offerings that have value for customers,clients,partners and society at large.

Which of the following is the most likely result of a marketing strategy that attempts to serve all customers?

The ________ concept holds that consumers will favour products that are available and highly affordable.

Customer ________ depends on the product's perceived performance relative to a buyer's expectations.

A small business operator attempts to deliver customer satisfaction every day in his home entertainment installation business.The key to this goal is to match the customer-perceived performance of his products and their installation with the ________.

Delivering superior customer value and customer satisfaction are the two keys to building lasting customer relationships.

The aim of ________ is not to completely destroy demand,but only to reduce or shift it to another time,or even another product.

Beyond offering consistently high value and satisfaction,marketers can use specific marketing tools to develop stronger bonds with consumers.

According to the simple model of the marketing process,a company needs to ________ before designing a customer-driven marketing strategy.

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analysing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behaviour

Business Markets and Business Buyer Behaviour

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services and Brands: Building Customer Value

Developing New Products and Managing the Product

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Filters

Exam 1: Marketing: Creating and Capturing Customer Value

The elements of the marketing mix are price,place,promotion and product.

Customer-driven marketing considers only existing needs for existing markets.

A church targeting different demographic groups to increase attendance is an example of ________.

Which of the following is NOT a basic core concept of marketing?

Partner relationship management involves building relationships with employees and customers but not suppliers.

Frequent flyer programs offered by airlines are an example of a ________.

When the economy tightens,customer loyalty and customer retention become ________ for marketers.

Modern thinking is that marketing is done only by marketing,sales and customer-support personnel.

Texas Instruments,one of the first producers of hand-held calculators,put a great deal of effort into expanding production of calculators to drive down the cost and thus expand the market.This is most indicative of the ________ concept.

Human needs take the form of ________ as they are shaped by culture and individual personality.

Which of the following has NOT contributed to the deeper,more interactive nature of today's customer relationships?

________ is defined as an activity,a set of institutions and processes for creating,communicating,delivering and exchanging offerings that have value for customers,clients,partners and society at large.

Which of the following is the most likely result of a marketing strategy that attempts to serve all customers?

The ________ concept holds that consumers will favour products that are available and highly affordable.

Customer ________ depends on the product's perceived performance relative to a buyer's expectations.

A small business operator attempts to deliver customer satisfaction every day in his home entertainment installation business.The key to this goal is to match the customer-perceived performance of his products and their installation with the ________.

Delivering superior customer value and customer satisfaction are the two keys to building lasting customer relationships.

The aim of ________ is not to completely destroy demand,but only to reduce or shift it to another time,or even another product.

Beyond offering consistently high value and satisfaction,marketers can use specific marketing tools to develop stronger bonds with consumers.

According to the simple model of the marketing process,a company needs to ________ before designing a customer-driven marketing strategy.

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analysing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behaviour

Business Markets and Business Buyer Behaviour

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services and Brands: Building Customer Value

Developing New Products and Managing the Product

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Filters